The Guardian newspaper, one of the world’s most popular online, and the only non-.com domain suffix in the top ten Google News list of digital news outlets, has announced this week it is moving its global branding online from a .co.uk domain to .com. The move reinforces the importance of a .com domain for global brands.
The newspaper website has just seen three consecutive months of record traffic with 81 million unique browsers accessing their site a month, growing four-fold five years, and over 470m page views, and, says The Guardian, “testament to our digital-first strategy, which we announced nearly two years ago.”
However while The Guardian is a British newspaper, their online audience is accessed from almost every country in the world, with UK users now only accounting for a third of their total audience.
For this reason they bought the domain name theguardian.com from US-based financial services company Guardian Life for an undisclosed sum.
The newspaper believes their “move to theguardian.com will only strengthen [their] global presence and is a loud signal of [their] status as a leading digital news provider and of the breadth and depth of our content.”
Under the new domain name, the media group will amalgamate its existing online properties “Guardian.co.uk, mobile site m.guardian.co.uk, US homepage guardiannews.com and the soon-to-launch Australian digital edition – into one core web destination.”